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The purpose of Quality Alloys, Inc. (QA) was to evaluate the effectiveness of its website by looking at sales promotion. The organization focused on its revenue, lbs. sold, and website visits to cope with the task. All these metrics were analyzed during four periods, including the initial, pre-promotional, promotional, and post-promotional ones.
To begin with, one stipulates that the established timeframes fail to offer promising revenue data for QA. The organization witnessed a 12%-20% decrease in financial profits over the four periods. The situation is similar to the number of pounds sold because this metric witnessed a decline from 1.6% to 14.8% from the initial to post-promotional periods. Even though the two characteristic features showed a downturn trend, a positive correlation between the number of pounds sold and revenues was identified.
Simultaneously, sales promotion affected the number of website visits differently. This metric increased by more than 200% during the promotional period, even though the post-promotional period saw a decline in the initial period values. In any case, this data demonstrates that the sales promotion results in a sharp and immediate increase in website visitors, but not all of them become customers. The identified data demonstrate a high bounce rate, which only denotes rising site traffic that is not associated with more sales.
According to the identified information, it is possible to offer a few recommendations for QA. Firstly, the organization should avoid using similar sales promotions in the future because this approach is not efficient. The AdWords program leads to more site visits, but they fail to result in higher sales and revenues. Secondly, QA should rely on more specialized advertising and sales techniques that will allow the business to target specific firms and customer groups more effectively. Finally, the organization should modify its website because a high bounce rate denotes that potential clients do not find the required information there.
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